'This is a masterpiece of an introduction to social psychology. The greatest living scientists from the first three generations tell their stories about how they discovered, fell in love with, and, in many cases, transformed the field of their dreams with now classic studies of social experience and influence. As social psychologists will tell you, learning ideas through stories about people is the most effective way to learn a subject. Because it's also the most enjoyable way, I'd recommend this book to any teacher of psychology who wants to both inform and inspire their students with these stories from the 'golden age' of social psychology.' Joshua Aronson, New York University, USA